Adding Campaign Details

For the previous step in Creating a New Facebook Campaign, click here.

Enter campaign name (1).Keep in mind any naming conventions established for your account. They are important for reporting and organizational clarity

Choose an objective by clicking on the arrow on the righthand side of the objective field (2). A dropdown will appear with the options. To learn more about objectives, click here. CitizenNet currently supports the following objectives:

Objective

Notes/Description

Conversions

Customer-completed actions, like purchases or adding to a cart on a website. A conversion pixel will be required on the client’s website

Ads include offers for people to redeem in the client’s store or online

Event Responses

"Interested" and "Join" responses for an event.

Video Views

Videos that are viewed for 3 seconds or more

Local Awareness

Reach people near the client’s business

Lead Generation

Audiences fill out a form with their contact information.

Brand Awareness

“Optimization Goal” and "Billing Event will automatically default based on which objective is selected. The default can be changed to other options if it isn’t what the campaign should be optimized for. These options are limited by the objective that was chosen (certain objectives and billing events are not compatible with every optimization goal type. To view the options, click the arrow on the righthand side of the Optimization Goal field (3) or the Billing Event (4). The allowed options will be displayed in the drop down.

Enter additional information - depending on what objective you chose, extra fields may be required. These fields define the “Promoted Object” for the campaign (ex. If you chose “mobile app installs”, two new fields will appear on the form so you can enter the application information and app store URL, which will define the mobile app as the Promoted Object).

“Status” Switch (5) - defaults to ACTIVE

Active (blue) - once the creative is added, the ads will run on Facebook during the time period that is specified

Paused (grey) - the ad will be loaded onto Facebook, but will not run even after creatives are added.

Enter “Run Dates” by clicking on the calendar icon on the righthand side of the “Start” and “End” fields (6). Unless specified, the campaign will start at 8am PST and end at 11:55pm PST. All times will be in PST.

**Note: an end date is required for all campaigns. For an ongoing campaign, select an end date 1 year in the future (or less) and update the campaign as the end date approaches

Choose a “Pacing type” by clicking on the arrow on the righthand side of the Pacing Type form (7). The following options will be listed:

Standard (default) - Your budget will be spent evenly throughout the campaign.

Accelerated - Your budget will spend more quickly each day. Advertisers with bigger budgets who want to reach people quickly for time-sensitive campaigns should consider this option. **NOTE: This will NOT cause campaigns to spend more money if they are under spending each day. It will only accelerate how quickly that money is spent during day (i.e. budget will spend as fast as possible on any given day, most likely in the morning). To have an undelivering campaign spend more money each day, figure out the root of the issue as to why the campaign isn’t spending enough money. Likely reasons are that the bid is too low, the audience is too small and/or the relevance score is low for the ads.

Day Parting - only spend during specific times of the day. If you choose this option, the ad set schedule will pop up in the form to allow you to customize this time frame.

Enter a “Pixel” by clicking on the Tracking Pixel field (8) or the Facebook Pixel field (9). This is an option field and is only required if the campaign needs to be optimized for conversions OR ads need to be tracked using pixels. *Note: Pixels are created in Facebook and shared with an ad account. Learn More Ad Accounts Any pixels shared with the ad account (which can also be assigned on the group level) should show up in the drop down for these fields. Learn More About Pixels

Tracking Pixels - This option only tracks one type of conversion event

Facebook Pixels - This is Facebook’s newer pixel format. It is multipurpose and can track several different conversion types at once

Enter “Tags” (10) to help track campaigns with common attributes (audience, demographic, etc.). A good example would be a “holiday sales” tag, which would help track campaign performance across specific holiday campaigns. Tags that have already been created will show up in the drop down. You can choose existing tags as well as add new ones. You may add multiple tags.